The effect of consumption metaphor and consumers’ personal and physical characteristics on buying behaviour

Abstract

Consumer buying behaviour includes the actions of searching, purchasing, using, evaluating products and services, renewing or disposing of expired products. These actions are influenced by many cultural, sociological and economic factors. Therefore, consumer buying behaviour has a complex structure affected by these factors. In this context, the study aims to examine the effect of consumption metaphor and consumers' personal and physical characteristics on buying behaviour. The questionnaire method was used as a data collection tool in the research. SPSS 22.0 program was used in the analysis of the collected data. Descriptive and inferential statistics were used in the analysis and interpretation. These statistics were tested with the Structural Equation Model (SEM). As a result of the research, it has been determined that the consumers’ personal and physical characteristics and the consumption metaphor significantly affect purchasing behaviour.